seasonal moments

Seasonal Moments. How to carry out a promotional campaign

The Seasonal Moments, that term with which we encompass all the celebrations that businesses take advantage of to sell more.

Valentine’s Day, Halloween, Black Friday, Cyber Monday, Christmas, Three Kings Day and, later, the sales, which have almost become just one more party. With the end of November come the most important celebrations for business and, with them, promotions.

The increase in online shopping is a reality and your business should not miss this opportunity.

Table of Contents

The approach and development of campaigns and strategies take place months before and social networks play an increasingly important role, why? we’ll tell you.

Prepare your campaign

Making sales during seasonal moments is a long-distance race. To be forward-looking, it’s important that you include these campaigns, and their budget, in your annual digital marketing plan.

Advertising is much more expensive during seasonal moments, there is more competition, so it makes sense to carry out campaigns in advance to attract the largest number of users to the early stages of the sales funnel. When the Seasonal Moment arrives you will have an audience of users, which in large part will have been cold traffic, to which to retargeting.

A study conducted by Facebook, hereinafter Meta,indicated that 86% of people who regularly use their social network (in the US) buy products that they have discovered through this social network in the last three months.

Update your business information

This year, Meta has published an article with suggestions to make the most of all the tools offered by both Facebook and Instagram. Inciden in taking full advantage of the catalog option. Here are some of the conclusions:

  • Update the stock, prices and features of each product.
  • Use eye-catching images for your catalog.
  • Use the same product catalog for advertising campaigns and stores.

It is also important to make sure that the web is responsive, that is, that it is adapted to browsing different types of screens, such as mobile phones.

Finally, as we reach new (and many) potential customers, it is critical that their experience is rewarding. You can reinforce customer service, as well as have updated and visible in your social networks data such as the return policy, if home collection is offered, etc.

Sales-focused campaigns

If you are looking to sell, it is better to leave aside campaigns with objectives such as “interaction”, “lead generation”, “reach” or “brand recognition”, among others.

During seasonal moments consumers are willing to buy, so you can take advantage of it to create “conversion to sale” or “traffic” campaigns.

To know how many sales and revenue the campaign has generated, you must have the Facebook pixel activated and configured in your eCommerce and create a campaign with a goal of “conversions”.

From the beginning of 2021 Apple announced a series of changes related to iOS 14 that affect conversion events.


In conclusion, during the Seasonal Moments it will be more expensive to promote but they are dates in which potential customers are more predisposed to buy. More people will see your campaigns and therefore they will be more successful.